Information transfer among grape producers in the western United States on pest and disease management

Authors: LOWDER, SARAH - Oregon State University; MOYER, MICHELLE - Washington State University; COOPER, MONICA - University Of California - Cooperative Extension Service; PSCHEIDT, JAY - Oregon State University; Mahaffee, Walter - Walt

Submitted to: PhytoFrontiers
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: 11/10/2023
Publication Date: 2/26/2024
Citation: Lowder, S.R., Moyer, M.M., Cooper, M.L., Pscheidt, J., Mahaffee, W.F. 2024. Information transfer among grape producers in the western United States on pest and disease management. PhytoFrontiers. https://doi.org/10.1094/PHYTOFR-07-23-0081-R.
DOI: https://doi.org/10.1094/PHYTOFR-07-23-0081-R

Interpretive Summary: Effectively communicating with an agricultural audience can be difficult without some knowledge about how producers think about and discuss information resources. Using pest and disease management information resources in a western US wine grape production system as a case study, three surveys were conducted to explore opinions, perspectives, and social networks. Five different archetypes that demonstrate different prevailing opinions on information resources were found that explained 66% of the variance in the survey responses. Overall, personal connections, such as discussions with a professional network, with field foreman and supervisors, and with an Extension agent, were found to be the most important. The social networks indicated that while people primarily discuss pest and disease management with others within their region, there were still many interregional connections and iinfluential individuals could be identified. Overall, by targeting influential individuals and adjusting outreach materials, outreach professionals can more effectively communicate about research outcomes.

Technical Abstract: Knowledge about how producers subjectively assess and communicate about different information resources can help optimize outreach efforts. In particular, understanding how growers use different information resources when making decisions on pest and disease management is needed. Using pest and disease management in wine grapes (Vitis vinifera) as a case study, three surveys were conducted among grape producers in the western US to qualitatively explore resource options (n=15), examine the relative importance of the 23 different information resources identified (n=63), and investigate the social networks where information is passed within and between regions (n=65). Five different informational archetypes emerged, demonstrating different preferences for information resource use, explained 66% of the variance in survey responses. Personal connections (e.g., discussion with professional network, with field foreman and supervisors, and with an Extension agent) were extremely important to the participants. In the communication network analysis, 65 participants were used to form a 324-actor network with 448 links which were then subdivided into intra-state networks. The networks show evidence of structures that facilitate information diffusion and cooperation between independent producers. Additionally, even with networks much smaller than the grape producer populations in these states, influential individuals could be identified. These individuals, when targeted by outreach professionals, could assist with information dissemination, and facilitate changes in opinion or behaviors in the region.